At 8:30 pm on March 29, 2019, China's independent designer brand pioneer AWAYLEE2019 "Hong Kong Hong Kong" fast-reverse series show appeared in Shanghai Fashion Week in a hot fashion, presented in a show at Shanghai Xintiandi Taiping Lake Park A “Hong Kong-flavored†is a classic retro fashion show with a wide range of time and space.
AWAYLEE is one of the most commercially valuable designer brands in China. Since its establishment seven years ago, it has been designed with its unique "xian" style, fashionable silhouette and always inherited "innocent, romantic and fashionable" design style. Affected by celebrities in the fashion industry and entertainment circles, as well as a number of opinion leaders and more than 160 fashion buyers, its brand recognition has steadily penetrated into the masses every year, and more and more Chinese women have become AWAYLEEGirl. In the past few years, AWAYLEE's recognition on the international stage has also risen rapidly, attracting more than 130 international fashion buyers from all over the world to become loyal fans and actively participate in the brand. Promotion and marketing activities, AWAYLEE brand has a steady rise in popularity at home and abroad.
No history of 100+ industry before "Plain People" big show
Perhaps based on the adjustment of brand strategy and the intention to be closer to the needs of consumers, AWAYLEE's big show in this season, in addition to the usual invitation to celebrity artists, opinion leaders or catwalks or show shows, but also spent three months to select 100+ from all walks of life The amateur model combined with more than 30 celebrity artists, fashion Icon, and KOL completed the extremely difficult 150-person super show, and performed the AWAYLEE "Hong Kong Hong Kong" fast-reverse series. The reporter learned that 100+ amateur models are engaged in a variety of careers, including chefs, civil servants, teachers, dance instructors, housewives, chefs, media planners, and part-time models... but their performance on the runway is remarkable. It’s amazing.
The star artists, fashionistas or opinion leaders headed by Xiao Wei have been in fashion festivals or watch fashion shows all the year round. Their catwalk performances are just right from walking, eyes, body language and expressions. What is rare is that there is almost nothing. The hundred models of the stage experience only went through a rehearsal on the evening of the 28th. Most of them can expressly show off the Hong Kong culture and spirit of this season's "Hong Kong and Hong Kong" fast-reverse series.
From the big show itself, this 100-man show was very smooth, and there was no confusion because of the large number of showmen. From the opening to the end, during the transition from the beginning to the end, the 23 “Hong Kong-flavored†tidal clothes were carefully matched by the design team and the 150+ sets of men’s and women’s fashion LOOKs were presented to the audience in front of the audience. Street View and the Hong Kong Jin Ge Golden Songs of the 80s and 90s staged a subversive audio-visual feast. The most exciting scene appeared in the last part of the catwalk. AWAYLEE principal Li Wei and design director and Xiao Wei and a group of fashionistas led the 100+ amateur models in order and stepped onto the T-stage, let the scene The audience seemed to be in the streets of Hong Kong in the 80s and 90s. The passion was ignited and the stage was smashed.
Stars gathered, " King of the Wonders " Xiao Wei took the lead in the show
AWAYLEE's old friend Li Wei's old friend, the "Festival of the Wonderful" season, the "King of the Wonderful King", the variety of art, Xiao Xiao, who is not allowed to become a show, when he enthusiastically took a relaxed step on the runway On the scene, the scene immediately screams and applause. Along with the rhythm of the Hong Kong songs of the 80s, Xiao Wei, who has the most wolf-tailed hairstyle of 80, 90 Hong Kong and Taiwanese literary youths, has a strong white T-shirt, blue jeans and white shoes. The red environmental protection bag was striking on the T-stage, the gas field was fully open, and the scene was boiling. Many people in the audience couldn't help but sway with the pace of Xiao Xiao's catwalk and the rhythm of music. Objectively speaking, Xiao Wei's body style and spirit of the catwalk showcased the design concept of “Hong Kong and Hong Kong†this season.
As a supporter of AWAYLEE, you don't miss AWAYLEE's quarterly show of Wenjun, Cub, Starless, Liu Si, HYSO and other dozens of cross-border fashionistas and opinion leaders as the main show Team members are also wearing AWAYLEE designers. The team carefully matched the various seasons of this season, they showed their talents, and they showed their enthusiasm on the T-stage. With their own strength, they proved their love for the AWAYLEE brand and successfully decoded the design concept and style of this season. It is reported that the female monks, pink Philippine, and fake sisters who often wear AWAYLEE frequently in various fashion occasions have expressed their love for this season's tidal clothes. The lineup of stars and fashion icons that attended the big show this season is so huge that the atmosphere is extremely hot and the temperature continues to rise.
Diversified creative inspiration breaks the routine
The theme of Shanghai Fashion Week in the autumn and winter of 2019 is “Reconsiderationâ€. It encourages everyone to examine, look back and ask the heart, pass on the inner real power, encourage the heart to go, return to nature and original intention, and explore the ideas and resonance behind the creativity. Coincidentally, before the Fashion Week theme was exposed, AWAYLEE's principal Li Wei and the designer team decided to design a series of "Hong Kong and Hong Kong" as a theme a few months ago, after a brainstorming day and night. The fashion of the "Hong Kong tide" sentiment in the 1980s allowed the young people of the present to re-recognize the beauty of the classics, which coincided with the theme of "Face of the 2019 Autumn and Winter Shanghai Fashion Week".
This season, Awaylee's new inspiration and design exudes a strong sense of Hong Kong, such as the Hong Kong songs of the 80s in the early Golden Age of Hong Kong, Hong Kong movies, Hong Kong-style tea restaurants and food, as well as life and fashion scenes that are nostalgic. Awaylee's principal/master designer Li Wei and the entire team of designers integrated the inspirational elements into the specific time and space of 2019, combined with the love of fashion trends among the current trendy men and women, designed a series of abstracts and graffiti techniques. At first sight, people are aware of the "Hong Kong" sentiment, yet without losing the fashion and eye-catching Awaylee 23 seasons.
Not only that, this season's big show broke the set of the four major fashion week big show, so that the amateur wearing AWAYLEE tide suit became the absolute protagonist of the T stage, and showed their youthful vitality on the stage. Li Wei said in an interview with the media after the big show, "You can't see the AWAYLEE in the show. This is a new attempt. It is still AWAYLEE, but it is simple, direct, pure, upright, I Integrating Hong Kong culture and Hong Kong spirit into the whole series, presenting the most natural and comfortable state of joyful and free-spirited, you can see the glory of ordinary people, because we launched this series. Just like Leslie Cheung Sing in the song, I am me, it is not the same kind of fireworks; don't dodge, live for my favorite life; stand in the bright corner without using ink."
“We started from the creative design stage and boldly tried to innovate on the basis of retaining the silhouette, elements and pioneers. We respected the Hong Kong culture of the 80s and 90s and carried out a series of creativity and design, combining the dressing needs of the trendy men and women. Focusing on expressing the culture and struggling spirit of Hong Kong people at the time. It is reported that after the upgrade of AWAYLEE brand strategy, AWAYLEE launched the same men and women this season, which almost covers everyone's dressing needs. Different from the previous season, everyone has to wait for 6 months to buy the spot. AWAYLEE boldly breaks the routine. At present, these 23 garments have already produced big goods. Now everyone can buy the hearts through different online sales platforms and offline stores. The tide suit.
Fun " Hong Kong " design elements
The reporter noticed that the main color of AWAYLEE Hong Kong Hong Kong series is white, black and gray, with fluorescent green and other fluorescent colors interspersed on the neckline, sleeves, waist and back to create a fresh feeling. Fashion, hoodies, sweaters, T-shirts, dresses, shorts, suits are a way to interpret the age of innocence. These 23 styles of tidal clothes are lively and interesting, mostly for the "Hong Kong-flavored" food maps such as pineapple oil, red bean paste and fish balls, which are vivid and lively.
In terms of fabrics, it is in line with the theme of "Hong Kong and Hong Kong". This season's tidal suits have chosen a high level of comfort, with a focus on a relaxed and pleasant atmosphere and a popular all-cotton fabric and knitwear. In terms of categories, this season's new men's and women's models, in addition to shorts are not suitable for winter wear, hoodie sweaters, T-shirts, jeans, dresses, suits can cross the four seasons, completely breaking the season's limitations.
Hundreds of fashionable wear and design, both design and wear requirements
One fact that cannot be ignored is that because of the pursuit of original design and uniqueness, the amount of money is small, which leads to the high cost of designer brands from design, materials, workmanship, craftsmanship, production and production. Many designer brands have been in development for a long time. The embarrassing situation of "high and widowed." In this regard, AWAYLEE leader Li Wei and the team have comprehensively considered, timely adjusted the brand strategy, and responded flexibly and quickly according to the needs of the market and mass consumption. In 2019, the AWAYLEE “Hong Kong Hong Kong†fast-reverse series began with creative design. On the basis of retaining the silhouette, design elements and pioneers, we boldly tried to innovate and respected the Hong Kong culture of the 80s and 90s. We carried out a series of creativity and design, combined with the current dressing needs of the current people, launched a hoodie, T- Shirts, sweaters, dresses, shorts, jeans, suits and other classic dresses are both regular, yet comfortable and practical. “For consumers, professional models wear good looks. Domestic and foreign fashion buyers and the public can’t understand the effect of the show on the non-model crowd from the big show scene or even the pictures and videos, so we want to pass Daxiu showcases more than 150 practical styling collocations, so that more people know that every piece of 'Hong Kong Hong Kong' can be worn on any single person. How to wear it is good."
Spreading the culture and spirit of the brand with clothing as the carrier
2019AWAYLEE "Hong Kong and Hong Kong" fast-reverse series based on the vigorous development of Hong Kong's various industries in the 1980s and 1990s to carry out creative design, the "Lion Mountain Spirit" of the people of all walks of life in Hong Kong in the face of adversity - not afraid of difficulties, innovation The unconventional, counter-current, hard-working spirit and culture are integrated into the design details of each piece, and 150 Hong Kong-style daily classic LOOKs are carefully matched to match the Hong Kong streetscape, music and more than 30 years ago. Movie images and retro lighting have enabled everyone on the scene to instantly get the strength of Hong Kong's spirit and culture carried by the clothes. When they are full of eyes, they will fully appreciate the charm of the "Hong Kong Hong Kong" fast-reverse series. This is also in line with AWAYLEE's brand tenet since its founding, discovering beauty, creating beauty, feeling the beauty of everything from ordinary and small things, making each piece of clothing not just a real thing, giving the soul of clothing with culture, combining with the current consumers. The inner spiritual needs convey the positive and self-confident power with clothing as the carrier to satisfy the public's pursuit of a beautiful lifestyle.
AWAYLEE brand profile
Since the birth of the brand, AWAYLEE has attracted many fashion lovers with its unique "xian" style, fashionable silhouette, full of girlish feelings and the "innocent, romantic and fashionable" design style that has always been adhering to it. As an Asian fashion pioneer, it was reported by the Italian version of "VOGUE", "BOF" and other authoritative media, and became the international first-line paper media and new media cooperation designers such as BAZZAR, VOGUE, COSMO. At the same time, Li Wei, the principal and design director of AWAYLEE, was repeatedly selected by Netease Fashion as the most popular designer.
In 2016, Li Wei was invited to participate in the cross-fashion reality show “Goddess New Clothes†hosted by Oriental TV. She cooperated with stars such as Lin Zhiling and Guo Biting, and finally won the annual championship with high popularity and amazing sales performance, and achieved 10 million sales. Miracle, was named "Millions of Designers", Guo Biting has also become a loyal supporter of AWAYLEE, and has cooperated with Li Wei as a heavy guest to participate in the AWAYLEE2018 "Swirling Girl" Shanghai Fashion Week Spring and Summer Show, and express the AWAYLEE innocence. Romantic, stylish style. Lin Zhiling, Yang Mi, Liu Shishi, Tang Yi, Zhao Wei, Mo Wenwei, Guo Caijie, Shen Mengchen, Wang Likun, Qin Haizhen, Wu Mozhen, Zhou Dongyu, Gu Li Nazha, Zhao Liying, Guan Xiaoyu and many other celebrity artists performed AWAYLEE, Zhao Yazhi, Jia Qing, Huang Ling, Performing stars such as Ma Fei crossed the design of AWAYLEE on many occasions. In 2018, the genius actor Zhang Zifeng of the hot girl group 101 and 95, including many new generations of star artists, became fans of AWAYLEE.
AWAYLEE cooperates with the best buyers and sellers at home and abroad. The products are sold in first- and second-tier cities, creating the best sales performance of the store. Designer Li Wei himself participated in the store activities and created AWAYLEE single brand 350,000 for two hours, with a sales of 730,000. In January 2015, it opened the first domestic direct sales store in Shanghai Xintiandi Fashion Shopping Center. In March 2017, the AWAYLEE+ project was established to cooperate with the pan-entertainment fashion industry, channel dealers, commercial brands and buyer shops to continue to open up the industrial chain and optimize operation and sales models to create new business opportunities. In 2018, AWAYLEE cooperated with Disney, McDonald's, Maserati and other international brands to carry out brand cooperation across the industry, which attracted widespread attention. In the same year, it won the second season of CCTV's "Master of Fashion". In 2019, AWAYLEE cooperated with the Forbidden City court culture and ICY to develop Chinese traditional culture, launched special models, and participated in the recording of the fashion variety column such as "Happy Camp". By 2019, the cooperative buyer's shop has expanded to 160+ homes across the country and 130+ homes abroad.
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